Beaches Teams With Sesame Street

March 26, 2004

Sets up cross-promotional opportunities for resort company

Sesame Street’s Elmo, Zoe, Cookie Monster and Grover will appear
daily at Beaches Resorts’ four Caribbean properties this fall as
part of an agreement in which Beaches becomes the first resort to
underwrite the legendary Sesame Street children’s program.

The year-long agreement begins with the show’s 35th anniversary
on April 4. It will include on-site appearances and events by
Sesame Street characters, as well as family packages and theme
weeks in the fall complete with character breakfasts, story time,
live shows and Sesame Street welcome gifts. There will even be
parenting seminars sponsored by Sesame Workshop, a spin-off
non-profit organization, offered at the resorts’ activity
centers.

In addition, Beaches Resorts will be the show’s on-air sponsor,
featuring kid-friendly, 15-second billboard-type ads before and
after each TV show.

“Beaches is proud to sponsor ‘Sesame Street’ and to bring this
wonderful opportunity to our guests,” said Gordon “Butch” Stewart,
chairman of Beaches Resorts. “We believe that vacations should be
moments of discovery, where families can laugh, explore and
thoroughly enjoy their time together.”

The partnership is also expected to be good for business, as the
resort targets the five-and-under set and their parents, “who grew
up on Sesame Street and now they have their own kids,” as a Beaches
spokesperson said.